بررسي تداعي‌معاني رنگي ايرانيان با استفاده از پيمايش‌هاي جهاني و تاثير مؤلفه‌اي رنگي برآن‌ها

Color is associated with personality traits such as emotion, language, objects and shapes. The psychology of color in clothing is different for humans in terms of age, gender, occupation, social class, language and culture. much investigations have been done in different countries on the psychology of colors and the effect of colors on people's minds and psyches and the association of the meanings of colors and different opinions have been presented for different colors. Although much research has been conducted recently on Iranians' emotions, harmony and color preference, few reports have been presented on Iranians' color–meaning associations. These reports also have the problem of not collecting proper data and valid analytical methods. Therefore, according to the effect of various variables on the psychology of color and consequently on the association of color meanings, it seems that research should be done on the topic of investigating the association of color meanings of Iranians, especially by using the global color database, so that possible similarities and differences between Iranians and people of other countries can find the associations of native color meanings for Iranians. Therefore, in order to achieve this goal, in this research, the color–meaning association for Iranians, 15 male observers and 15 female observers who had healthy color vision according to the Ishihara test participated in this experiment. Considering the space and time limitations as well as the need for a systematic view in investigating this issue and obligation to use an accurate color monitor sampling was done among the students of Isfahan University of Technology, whose average age was between 21 and 36 years, in order to use the opinions of different people proportionately. The opinions of these people about color associations and meanings are examined by seeing a color sample and hearing its name and comparing their results, and also the role of different color components such as hue, purity and brightness in color associations was investigated. The main colors selected in this research were used from the research data Iranian color naming research which included gray, green, black, blue, red, orange, white, brown, yellow, pink, turquoise, and purple, and based on them, color, purity and different lighting were added to them. By using the data of the words associated with these colors, investigating the association-meanings of colors using psychophysical tests for the samples displayed on the screen which are described in color, and finally investigating the collected data using the appropriate psychophysical statistical methods in this research of the coefficient Pearson's correlation was used to compare the correlation between words, frequency distribution table was used to calculate central indices, dispersion index and group comparison of data with other groups for statistical inference. the word cloud is that the size of each word in it is proportional to the number of times that word is repeated in the text. Therefore, the words that are used more in the text are displayed larger, and the normal distribution test or the shopping cart method or the Khi-2 test are statistical tests and are used to eva‎luate the relationship between nominal variables and this test is the only test for nominal scale variables.The results showed that altgough there is a close relationship between the associations of the meanings of colors in the current research and the associations of the meanings of colors in other countries, there are also significant differences that require a comprehensive and complete research to understand these differences to use its results to design Iranian product.

حسين ايزدان، فروغ مهيار

هاله خليلي، فرزانه علي حسيني